B-to-B Cataloging: Catalog Nip & Tuck
Some of the most exciting layouts and page designs in the catalog industry are happening in B-to-B. And you’ll find them in some unlikely places. It used to be that B-to-B catalogs essentially were commodity lists of products. Today, however, the best B-to-B catalogs take all of the tricks used by their B-to-C counterparts and make them work harder.
A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.